Cultural area

Cultural areaWith a view to promoting knowledge sharing and healthy recreation to encourage reflection and lift the spirits, the Group has always supported activities that aim to enhance and preserve the artistic and cultural heritage of the areas in which it operates.

The Group contributed to a great many initiatives in 2012, which testify to the important role it plays in the countries. These initiatives covered a wide range of activities and were designed to support both the major cultural institutions, particularly the leading theatres, which increasingly need financing from private sponsors to continue with their activities, and numerous initiatives promoted by local associations and organisations, focusing particular attention on those involving young artists.

Generali is also involved in the world of art, both through the pieces it owns, such as the BSI collections, the works of the Generali Foundation in Vienna and the collection at the Ceská Pojištovna gallery in Prague, and by supporting the activities of museums, theatres, schools, foundations and cultural associations. The Group's commitment in this area is not just limited to top-class institutions but also extends to smaller organisations, which are key to the creation of a rich and varied cultural panorama. In 2012 the most firmly consolidated activities were the support for museum and exhibition activities and the promotion of historic and artistic heritage.

With the ultimate goal of promoting the Generali brand, once again this year various high-profile events were sponsored including exhibitions and music and theatrical events, with the participation of major artists, composers and musicians, as well as literary and artistic events of national and international interest.


Radici del Presente - In December 2012 the Radici del Presente museum was opened in Rome, Italy. The museum is located on the second floor of the historic head offices of Assicurazioni Generali in Piazza Venezia facing the Fori Imperiali and Trajan's Column.

The development of this museum, which exhibits the Group's collection of archaeological artefacts and is mainly targeted at the younger generations, through a significant and ongoing contribution to the national school system, is part of a broader project that stems from Generali's desire to support and promote Italy's historical and archaeological heritage. In fact, connected with the museum is an education project of the same name aimed at primary school and lower secondary school pupils in Italian state schools. The aim of the project is to promote the learning of ancient history and the understanding of Italy's historical and archaeological heritage.

In the first hall, the museum reconstructs the events that saw Piazza Venezia assume its current guise, detailing the construction of the Assicurazioni Generali building in the early 1900's before focusing on the archaeological finds uncovered during the excavation of the site. The collection is made up of over 300 exhibits, all of which Roman and dating to between the 2nd and the 5th century A.D. with the exception of a 4th century A.D. Greek relief; the most valuable pieces include a bust of the Emperor Gallienus and a fragment of relief depicting Aeneas fleeing from Troy. Thanks to the works, photos and documentary evidence, this exhibition will make it possible to discover the history of this area for the first time, an area that has been central to life in Rome since ancient times. The educational dimension was developed with the aim of bringing visitors into close contact with the exhibited materials, reconciling the fascinating complexity of the ancient artefacts with their ability to stir the curiosity of young visitors. To this end, the exhibition of the artefacts is broken up by five "living displays", spaces where the archaeological artefacts and the archive documents make it possible to immerse oneself in the past and retrace the 2,000 years that separate us from the age of Ancient Rome.

The educational project was launched in early 2013. Based on a learning methodology that prioritises a multidisciplinary approach, Radici del Presente reaches out to all teachers, and not only those that teach humanities, history and art-related subjects, proposing a course that examines the historical roots of the local area through classroom activities, in-depth materials, visits to archaeological sites and teaching activities specifically developed for the project website Teaching materials are provided to support classroom lessons and the visits to the archaeological sites of the Roman villas dotted around Italy. A team of researchers and archaeologists from Federico II University in Naples will support the teachers in the various activities proposed and a series of online seminars will offer the opportunity to discuss the teaching methods at national level. The project website will host in-depth teaching materials, documentary videos and the results of the activities carried out by the pupils.